New Montclair Business Provides the Gift of Beauty to Women
Five years ago, Watley started Brand Infinite, a sports publicity and marketing agency based in New York and now she says that she chose this particular business so that she could give back to women.
Watley added, "There were hundreds of businesses that I could have opened." Watley continued saying that she loves her lash extensions and when realizing that they were an important fixture in her life, she said that she wanted to also open a business that would be able to give back to women, in the process.
"I really wanted to make a difference in the community and especially within women," she said.
As for her other business called Brand Infinite, geared toward brand imaging, Watley manages the image of professional athletes and other high-profile clientele. “My approach to brand management is unique,“ says Watley. “I encourage my clients to do community service in areas that are important to them and work on building a pathway to a second career, as a sports career is not forever.”
Most notably, Watley is the agent for Victor Cruz, wide receiver for the NY Giants, and she sits on the board of the Victor Cruz Foundation. After meeting in high school, Cruz and Watley were engaged in 2014 and have a daughter together. However, relationship aside, Watley has earned her way in the world by also consulting with major advertising agencies and has built a strong presence in the marketing world on her own merit.
Watley credits the Rising Tide Capital, located in Jersey City, as the catalyst for sparking this desire to enter the beauty industry. Rising Tide empowers talented entrepreneurs to grow life-changing businesses, and this is what Watley set out to do.
“I’ve been getting my lashes done for nearly 10 years and love them,” Watley shared.
During the grand opening ceremony, Watley's mother was in attendance. Karen Washington Watley, a retired school teacher, was beaming with pride as she stood beside her daughter during the ceremony. Watley said to the crowd of about two dozen that she learned early on to give back to others and credits her mom for the inspiration.
"It's always been in my heart to make sure that I give back to the community," added Watley.
In conversing with Watley's mom, her mother spoke of teaching in the Passaic schools and inspiring her students to do the same.
Passaic native Watley did just that during her own grand opening ceremony, she presented a check to Oasis NJ, an organization which serves women and children in need through compassionate programs designed to feed, clothe, educate, and empower them. Based on her work at Oasis, Watley launched a business that would empower women as customers, and as employees, helping them feel good about themselves and providing career opportunities to improve lives.
Jennifer Brady, who serves as executive director of Oasis, said, "Because Oasis has programs to help raise women out of poverty in a really holistic way and because she's from the Paterson/Passaic community, she [Elaina] chose Oasis. We're really honored."
"I think we'll use it to support our adult education programs. We have about 600 women and children who come to us every day," expressed Brady. For adults, Oasis offers high school equivalency programs, ESL classes, workplace readiness programs, and computer training. "There's always more need to be met," she added.
Watley is already becoming involved in the Montclair community. She was recently named to the board of Montclair BID (Business Improvement District), a noted organization promoting Montclair businesses and community and is a member of the North Essex Chamber of Commerce. NECC president and leaders were present at the ceremony and presented Watley with a plaque.
Holly Kaplansky, president of NECC also was in attendance. She said that she came to support the opening of this new business, as Watley is a new NECC member, "The chamber is a great way to network with other businesses, get out in the community and let people know that you're around. It's a great way to really build relationships."